ABSTRACT
This chapter describes the mode of regulation in retail to understand how marketing is used to construct consumer's attitudes toward particular food products. It explores the marketing side of the food-processing industry. The chapter focuses on marketing and W. K. Kellogg's showed that it understood the benefits of marketing to children as they pitched television ads during circus shows and other programs for youngsters. By the 1980s, the Kellogg Company returned to its roots as it began to develop health-focused products that fed the American baby-boomer desire for immortality. The chapter explains the convergence of three contemporary food-related issues: a renewed consumer questioning regarding the ability of the conventional, agro-industrial food system to provide reliable, healthy food; the constructed trust in branded products through extensive and in some cases aggressive marketing to adults and children; and the growing consumer need to be reassured about food safety in the wake of the increasingly complex food system and the proliferation of food scares.
